PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI SMARTPHONE SAMSUNG DI SAMSUNG STORE PLASA MARINA SURABAYA
Abstract
Smartphone is a mobile phone that has features or high-level capabilities that are often
in use like a computer. The presence of a smartphone can provide various benefits for its users
so that the public demand for smartphones is increasing and increasing. The purpose of this
study was to examine and analyze the effect of price variables (X1) and product variables (X2)
on Samsung smartphone purchase interest variables (Y). This type of research uses descriptive
quantitative approach. The population in this study is consumers who are interested and buy
Samsung smartphones at Samsung Store Plaza Marina Surabaya. The number of samples
determined was 100 respondents, the sampling method used was non-probability sampling by
determining the sample using a purposive sampling technique. Data collection methods
through questionnaires. The data analysis tool uses multiple linear regression, with processing
tools IBM SPSS Statistics 25.
From the results of the study note that the price variable (X1) and promotion (X2)
simultaneously have a significant effect on the purchase interest variable (Y) can be seen that
the F-count (17,874)> F-table (3.09). Besides the price variable (X1) and promotion (X2) there
is also a partially significant influence on buying interest (Y). It can be seen that the price
variable with a calculated value (4,405)> t table (1,985) and a promotional variable with a
calculated value (t) 2,857)> t table (1,985).
Keywords: Smartphone, Price, Promotion, Purchase Interest
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